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CBS-fm latest book

C

classic_rocker

Guest
Check out the latest trends for New York's "variety hits" CBS-fm. Man what a nose dive!!!
But who cares if they have half the listeners they did when they were oldies. All that matters is that the all important gen xers are listening right??
Why is it that I am seeing more investment firms and car companies clearly aiming for the baby boomers on their T.V. spots.....hmmmmm.
 
get a clue. Jack is not aimed at Gen-Xers. Variety Hits target is about a 38 yr old, slightly female leaning adult.

And, CBS-FM (for as botched as this whole format flip has been) is into their third consecutive "up" month 25-54. They still bite but at least they've stopped the backward slide (NOTE: this isn't taken from looking at published 12+ numbers but the individual monthly 25-54 shares).

Too late? Who knows (certainly not any of us).

> Check out the latest trends for New York's "variety hits"
> CBS-fm. Man what a nose dive!!!
> But who cares if they have half the listeners they did when
> they were oldies. All that matters is that the all important
> gen xers are listening right??
> Why is it that I am seeing more investment firms and car
> companies clearly aiming for the baby boomers on their T.V.
> spots.....hmmmmm.
>
 
38 would still be in Gen-X range..at least I think. If the dividing line is 1964 (making the last Boomers age 41 this year), that would put 38 in the gen-X category.
 
> 38 would still be in Gen-X range..at least I think. If the
> dividing line is 1964 (making the last Boomers age 41 this
> year), that would put 38 in the gen-X category.

That's a nitpick at best, since it is 25-54s that the Jack format is targeted at.<P ID="signature">______________


</P>
 
25 to 54? I'm 51 and I don't care for the music that 25 year olds listen to. To say one is going to reach people 25 to 54 is unrealistic.

> > 38 would still be in Gen-X range..at least I think. If the
>
> > dividing line is 1964 (making the last Boomers age 41 this
>
> > year), that would put 38 in the gen-X category.
>
> That's a nitpick at best, since it is 25-54s that the Jack
> format is targeted at.
>
 
No, not even close. For one thing, it's not like those generations are back-to-back.

Besides, the whole Gen-X thing was mostly myth, created by marketers and I don't think it lasted (really) more than a couple of years.


> 38 would still be in Gen-X range..at least I think. If the
> dividing line is 1964 (making the last Boomers age 41 this
> year), that would put 38 in the gen-X category.
>
 
You're right, in a broad-range sense. Actual target demo is 30-44 adults.

> > 38 would still be in Gen-X range..at least I think. If the
> > dividing line is 1964 (making the last Boomers age 41 this
> > year), that would put 38 in the gen-X category.
>
> That's a nitpick at best, since it is 25-54s that the Jack
> format is targeted at.
>
 
demos

And therein lies the whole 25-54 challenge. It's the darling demo of ad agencies, yet it's quite correct that 25 yr olds have almost nothing in common with 54 yr olds (again, in a general sense).

So, Oldies who need to perform well 25-54 know they must dominate 45-54 (ditto with classic rocks, for the most part). Variety Hits stations are mostly aimed at dominating 30-40 yr olds, etc. It's the same in the 18-49 demo- CHRs will have very few listeners over 30, so they have to dominate 18-24, Hot ACs target 25-44, etc.


> 25 to 54? I'm 51 and I don't care for the music that 25
> year olds listen to. To say one is going to reach people 25
> to 54 is unrealistic.
>
> > > 38 would still be in Gen-X range..at least I think. If
> the dividing line is 1964 (making the last Boomers age 41
> this> year), that would put 38 in the gen-X category.
> >
> > That's a nitpick at best, since it is 25-54s that the Jack
> > format is targeted at.
> >
>
 
Re: demos

Mid 20's - just out of college, first job and perhaps newly married and starting a family.
Late 40's to early 50's - our children are out of school or even out of college now. We're empty-nesters with much more disposable income in hand but certainly not ready to retire or take it easy.
How does anyone or any ad agency think that ANY radio format is going to effectively reach that broad of an age demo?

> And therein lies the whole 25-54 challenge. It's the
> darling demo of ad agencies, yet it's quite correct that 25
> yr olds have almost nothing in common with 54 yr olds
> (again, in a general sense).
> So, Oldies who need to perform well 25-54 know they must
> dominate 45-54 (ditto with classic rocks, for the most
> part). Variety Hits stations are mostly aimed at dominating
> 30-40 yr olds, etc. It's the same in the 18-49 demo- CHRs
> will have very few listeners over 30, so they have to
> dominate 18-24, Hot ACs target 25-44, etc.
>
>
> > 25 to 54? I'm 51 and I don't care for the music that 25
> > year olds listen to. To say one is going to reach people
> > 25 to 54 is unrealistic.
> >
> > > > 38 would still be in Gen-X range..at least I think. If
>
> > the dividing line is 1964 (making the last Boomers age 41
> > this> year), that would put 38 in the gen-X category.
> > >
> > > That's a nitpick at best, since it is 25-54s that the
> > > Jack format is targeted at.
 
demos

Yes, all true. But we can't assume ad folks approach all this with any sort of common sense. To them, it's just all numbers, CPP, etc.

It is what it is and it's been this way for years. For us, it isn't a matter of changing it but how we deal with it.


> Mid 20's - just out of college, first job and perhaps newly
> married and starting a family.
> Late 40's to early 50's - our children are out of school or
> even out of college now. We're empty-nesters with much more
> disposable income in hand but certainly not ready to retire
> or take it easy.
> How does anyone or any ad agency think that ANY radio format
> is going to effectively reach that broad of an age demo?
>
> > And therein lies the whole 25-54 challenge. It's the
> > darling demo of ad agencies, yet it's quite correct that
> 25
> > yr olds have almost nothing in common with 54 yr olds
> > (again, in a general sense).
> > So, Oldies who need to perform well 25-54 know they must
> > dominate 45-54 (ditto with classic rocks, for the most
> > part). Variety Hits stations are mostly aimed at
> dominating
> > 30-40 yr olds, etc. It's the same in the 18-49 demo- CHRs
>
> > will have very few listeners over 30, so they have to
> > dominate 18-24, Hot ACs target 25-44, etc.
> >
> >
> > > 25 to 54? I'm 51 and I don't care for the music that 25
>
> > > year olds listen to. To say one is going to reach
> people
> > > 25 to 54 is unrealistic.
> > >
> > > > > 38 would still be in Gen-X range..at least I think.
> If
> >
> > > the dividing line is 1964 (making the last Boomers age
> 41
> > > this> year), that would put 38 in the gen-X category.
> > > >
> > > > That's a nitpick at best, since it is 25-54s that the
> > > > Jack format is targeted at.
>
 
For what it may or may not be worth, our sales staff attended a presenation by Chuck Underwood of the Generational Imperative and he lists the generations this way, and apparently some marketers are as well.

"Silents": born 1927-1945
Boomers: Born 1946-1964
Generation X: born 1965-1981
Millenials: born 1981-present.


http://www.genimperative.com/what.html
 
Boomer/GenX

But until a couple of years ago, this "Generation X" thing didn't even exist.
It's not like anybody born after the Baby Boom wasn't alive- it just took that long to contrive a marketing tag (and I'd beg to differ with his definition of Gen-X starting with those born in '65). On top of that, there's been barely a peep of Gen-X marketing during the past several years, confirming it as a big myth.

Lifestyles, desires and values don't fit so quaintly together by year like he describes.


> For what it may or may not be worth, our sales staff
> attended a presenation by Chuck Underwood of the
> Generational Imperative and he lists the generations this
> way, and apparently some marketers are as well.
>
> "Silents": born 1927-1945
> Boomers: Born 1946-1964
> Generation X: born 1965-1981
> Millenials: born 1981-present.
>
>
> http://www.genimperative.com/what.html
>
 
Re: Boomer/GenX

(and I'd
> beg to differ with his definition of Gen-X starting with
> those born in '65).

The term was originally coined by author Douglas Coupland and does, under his orignial definition, include people born in '65.
 
Re: demos

> How does anyone or any ad agency think that ANY radio format
> is going to effectively reach that broad of an age demo?
>

The smart ones aim for specifics *within* that group. 25-54 itself isn't really a demo, but a collection of demos.
 
> 25 to 54? I'm 51 and I don't care for the music that 25
> year olds listen to. To say one is going to reach people 25
> to 54 is unrealistic.
>

I once heard it said that 25-54 is not a demo, it's a family reunion! There is a trend towards agencies placing buys based on specific segments of 25-54, for example females 25-34, males 35-54,etc. Still 25-54 persons ranks as the #1 requested demo to this day.

My personal tastes are way out of whack compared to a typical person. I'm in the heart of 25-54 and enjoy most formats aimed
at my demo. Yet one of my favorite songs of any format right now is "My Humps" which most men my age would detest (or not even know exists). At the other extreme, I'm a fan of artists like Andy Williams and Perry Como, artists that you rarely hear on the radio anywhere because they mostly appeal to a 75+ audience.



> > > 38 would still be in Gen-X range..at least I think. If
> the
> >
> > > dividing line is 1964 (making the last Boomers age 41
> this
> >
> > > year), that would put 38 in the gen-X category.
> >
> > That's a nitpick at best, since it is 25-54s that the Jack
>
> > format is targeted at.
> >
>
 
Re: Boomer/GenX

The dates are not exact. I have seen some articles that place the start year at 1961 (to 1981).
 
Boomer/GenX

and that's all fine it's in a book or something.

Gen-Xers were a "group" of people marketers targeted for a few years, a few years ago. Virtually no major company or product today actively focuses on this fad "generation". It has gone the way of the urban cowboy cluster that lasted about 15 minutes in the early 1980s.

If you consider yourself a Gen-Xer, no offense intended. But please don't fool yourselves into thinking you're the next "baby boom"-type generation.


>
> The term was originally coined by author Douglas Coupland
> and does, under his orignial definition, include people born
> in '65.
>
 
Re: Boomer/GenX

It's a very small, numbers-wise, generation. It took a big hit from birth control and abortion. The millenials for the most part are the children of boomers, so still some big numbers even if each individual family is smaller. None of this is factoring in immigration.
 
Re: Boomer/GenX

> and that's all fine it's in a book or something.
>
> Gen-Xers were a "group" of people marketers targeted for a
> few years, a few years ago. Virtually no major company or
> product today actively focuses on this fad "generation". It
> has gone the way of the urban cowboy cluster that lasted
> about 15 minutes in the early 1980s.
>
> If you consider yourself a Gen-Xer, no offense intended.
> But please don't fool yourselves into thinking you're the
> next "baby boom"-type generation.
>
I'm a Gen-X, and I know our generation is no baby boomer. Not even close. The Baby Boomer Generation came about after lots of lives were lost during WW2, then after WW2, cost of living was so low that people could have large families. The 1960's came around and cost of living started going up, so people had fewer children. Gen-X is known as the baby bust. Many areas that built lots of schools had to close some because of low enrollment. Eventually advertisers will go after the group called Gen-Y (if they haven't done so already in large numbers) because they were born during a time of computers and cellphones, and couldn't imagine living without it. Advertisers might pull their marketing from Gen-X much sooner because they won't generate the revenue they could get, like they could from Baby Boomers, but won't go after most 50+ people because of previous generation (pre-baby boomers) barely spent money.
 
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